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Hearst Magazines is introducing five units of native advertising, with content designed to run across Hearst brands and even outside of the company. Copy can be produced by Hearst's editorial or marketing staff, or can come from the brand itself.

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Y&R celebrated its 90th anniversary with a digital billboard message in Times Square, inviting people to post on social sites about what advertising means to them. The agency partnered on the project with Hyperactivate, which can create a mosaic of Twitter and Facebook avatars as onlookers post their responses.

Colorado craft brewer New Belgium Brewing is about to embark on its second television campaign, and its first with the Cultivator Advertising & Design agency. A 30-second spot concentrates on Fat Tire's unlikely success considering its strange name, showing the employees of the company hoisting a glass at the end. Four 15-second humorous vignettes with employees concentrate on the beer's social aspects, using the tagline "Pairs well with people."

In a near-perfect fashion pairing, Ralph Lauren will be a sponsor this year for PBS' "Masterpiece," including the third season of the tweedy costume drama "Downton Abbey." The fashion retailer also plans to produce spots geared to the sponsorship. "This is a great partnership with a brand that represents the same commitment to quality and excellence as Ralph Lauren," said David Lauren, executive vice president of advertising, marketing and corporate communication at Ralph Lauren.

Publisher Hearst is seeing phenomenal growth in readership for its magazines on mobile devices but has yet to find a way to effectively monetize that traffic. The key may lie in developing different kinds of ads more appropriate for mobile rather than reusing the ads that appear in Hearst's traditional online products, this article notes.

Hearst's reported plan to purchase the search marketing agency iCrossing for as much as $375 million has some industry experts wondering how Hearst will be able to integrate iCrossing's offerings into own operations. "It will be difficult to achieve the synergies at the scale [Hearst is] taking on," one executive warned. But another noted that internal search optimization and improved analytics could boost Hearst's digital properties.